Rolex Launches Certified Pre-owned Program in the US

Rolex launched its Certified Pre-Owned Program in December 2022, however, it was only offered in a few countries at that time. Initially, it was only available at Bucherer boutiques in six countries which include Germany, Denmark, Switzerland, the United Kingdom, Austria, and France.

The Certified Pre-Owned Program gives people the opportunity to purchase genuine second-hand Rolex watches that have been authenticated and guaranteed by the company itself. The luxury watchmaker said this was created with the aim of bringing added value to the existing supply of pre-owned Rolex timepieces because when the watches change owners, their authenticity should be verifiable at the time of resale by Official Retailers.

Now Rolex is bringing this pre-owned program to the United States, and this was confirmed this week. The brand said it would extend the scheme to the region, and it will be available starting Wednesday, May 3. These certified-authentic pre-owned watches will also give owners a tangible and instant opportunity to be part of the Rolex world.

The company said that customers in the U.S. can avail of the Certified Pre-Owned Program at select locations of Tourneau, Bucherer, and Watches of Switzerland retailers. These stores will sell second-hand Rolex watches, and customers can easily spot them because they will display a plaque to indicate their participation in the program.

“We are pleased to provide clients the opportunity to experience the innovation and excellence of the Rolex brand through the Certified Pre-Owned program, allowing Rolex to showcase the uncompromising quality and durability the watches are known for,” Rolex Watch USA’s president and chief executive officer, Luca Bernasconi, said in a statement.

Forbes also quoted Rolex Jewelers as saying, "Given that Rolex watches are built to last, they often live several lives, changing hands over the years. This new program, therefore, attests to the authenticity of these pre-owned Rolex watches at the time of resale by the Official Rolex Jewelers."

Photo by: DANIEL HAY/Unsplash